With the cider market in solid growth, traditional cider makers Westons needed an injection of creativity, rigour and pace to their innovation effort.

approach.

A classic stampede innovation process began with an Elephant Safari for wider inspiration, insight development and the identification of 3 key opportunity areas to obsess about. The scope of the project was wide reaching and generated a raft of ideas which pushed the brand into new benefit areas, attracting new target markets.

results.

Caple Rd. cider was launched in 2015 and is a cider like no other – the UK’s first canned craft cider inspired by the growth of the craft beer market.